Perceived Value on Repurchase Intention Using Culture as Mediating Variable and Prior Online Experience as Intervening Variable for E-Commerce Customer

Abstrak

The expansion of e-commerce has been widely embraced by consumers across different regions; however, a portion of consumers still shows reluctance to engage in online purchasing. This study aims to examine the mediating role of Prior Online Experience in the relationship between factors influencing Repurchase Intention, namely E-Satisfaction, E-Trust, Perceived Value, and Culture, using a quantitative approach with the Partial Least Squares Structural Equation Modeling (PLS-SEM) method and involving 200 respondents. The results indicate that E-Satisfaction has a significant effect on Culture, whereas E-Trust and Perceived Value do not significantly influence Culture; furthermore, E-Satisfaction and E-Trust do not have significant effects on Repurchase Intention, while Perceived Value has a significant effect on Repurchase Intention. In addition, Prior Online Experience is able to mediate the effects of E-Satisfaction, E-Trust, and Perceived Value on Repurchase Intention, and both Culture and Prior Online Experience are found to have significant effects on Repurchase Intention.